Throughout the last decade, the media we consume has increasingly moved online. But as COVID-19 caused consumers to stay home in the earlier half of 2020, the digital nature of content and media accelerated at unprecedented rates. For instance, McKinsey Consulting found that enough purchases from e-commerce transactions were delivered to push the industry forward 10 years in just eight weeks.
According to Trendwatching, 2020 trends indicate metamorphic design will be critical to answering to consumer demand and relevance as a service. Metamorphic design is about adjusting your brand’s offerings to the changing lifestyles of your consumer. Consumer expectations are changing and blending together. Let’s start with accurate personalization. From the correct spelling of their name to order history, consumers demand perfection from brands they use the most.
If you’re like me, it can be a challenge to consistently create new story angles and ideas. For content marketers, it’s critical to keep pushing out content to the audience. But we have to make sure that content has relevance; the message must be significant enough that audiences will take notice. This is just as important for media relations when trying to get the attention of journalists and editors.
Modern, effective marketing requires a digital presence. For marketers used to the tried and true tactics of ‘traditional’ marketing, that can be daunting. Luckily, evolving marketing platforms provide our industry more touch points for reaching audiences—rather than making previous efforts suddenly useless. As digital becomes more integrated into marketing mixes, it’s important to look ahead and watch for trends.
Anytime you begin brainstorming new content for clients, or your company, you are likely asking, “How do I make my content stand out from the rest? How can I make it different?” The answer may be simpler than you think: meet the needs of your target audience. Relating to people on a local level through news sources and social media allows you to take advantage of national stories while adding a local angle to make it relevant.